How Blockbuster Mentality Works"What you get when you put all your resources behind a product, is you get everyone to join in. If you are championing a product, your salespeople will follow and say: Wow, this is really going to be great; we need to support this too. Your retailers are going to join in and say: This is going to be the greatest book that anyone has ever seen, or this is going to be the biggest movie of the season ... If you swing for the fences, lots of people will come and support you." NPR